It seems like there's a new beauty brand launching almost every day [1], to the point where it can feel difficult to keep up with them all. But that's the great thing about shopping at major beauty retailers like Ulta Beauty [2]: since it's basically a gold mine for both popular and under-the-radar items [3], you not only can try out new products from the latest buzzy brand popping up on Instagram, but you'll also have access to many of those tried-and-true favorites.
Luckily for all of us, Ulta has added a handful of new and old names — including cult classics like Glamglow and KVD Beauty to under-the-radar indie brands like Kinship and Lottie London — to the long list of brands you can shop from the retailer, both in-store and online. Read ahead to check out and shop from some of our favorite new additions to the Ulta Beauty lineup so far this year.
Ellis Brooklyn Sweet Eau de Parfum
Ellis Brooklyn Sweet Eau de Parfum [4] ($105)
Ellis Brooklyn Salt Eau de Parfum
Ellis Brooklyn Salt Eau de Parfum [5] ($105)
Ellis Brooklyn West Eau de Parfum
Ellis Brooklyn West Eau de Parfum [6] ($105)
Sand & Sky Australian Emu Apple Dreamy Glow Drops
Sand & Sky Australian Emu Apple Dreamy Glow Drops [7] ($50)
Sand & Sky Australian Pink Clay Porefining Face Mask
Sand & Sky Australian Pink Clay Porefining Face Mask [8] ($50)
Lottie London Freckle Tint Temporary Skin Tint
Lottie London Freckle Tint Temporary Skin Tint [9] ($7)
Lottie London Coconut Primer
Lottie London Coconut Primer [10] ($10)
KVD Vegan Beauty Everlasting Liquid Lipstick | Ulta Beauty
KVD Vegan Beauty Everlasting Liquid Lipstick [11] ($21)
KVD Vegan Beauty Lock-It Setting Powder
KVD Vegan Beauty Lock-It Setting Powder [12] ($31)
KVD Vegan Beauty Shade + Light Refillable Face Contour Palette
KVD Vegan Beauty Shade + Light Refillable Face Contour Palette [13] ($49)
Kinship Insta Swipe Lemon Honey AHA Exfoliating Pads
Kinship Insta Swipe Lemon Honey AHA Exfoliating Pads [16] ($24)
Kinship Self Reflect Probiotic Moisturizing Sunscreen SPF 32
Kinship Self Reflect Probiotic Moisturizing Sunscreen SPF 32 [17] ($25)
Kinship Naked Papaya Gentle Enzyme Face Cleanser
Kinship Naked Papaya Gentle Enzyme Face Cleanser [18] ($22)
Morphe 2 Jelly Eye Shimmer
Morphe 2 Jelly Eye Shimmer [20] ($10)
Morphe 2 Hint Hint Skin Tint
Morphe 2 Hint Hint Skin Tint [21] ($17)
Glamglow Youthmud Glow Stimulating & Exfoliating Treatment Mask
Glamglow Youthmud Glow Stimulating & Exfoliating Treatment Mask [22] ($59)
Glamglow Supermud Charcoal Instant Treatment Mask
Glamglow Supermud Charcoal Instant Treatment Mask [23] ($59)
Glamglow Supertoner Exfoliating Acid Solution Toner
Glamglow Supertoner Exfoliating Acid Solution Toner [24] ($42)
Beekman 1802 Milk Wash Exfoliating Jelly Cleanser
Beekman 1802 Milk Wash Exfoliating Jelly Cleanser [25] ($38)
Beekman 1802 Milk Foam Calming Bubble Mask
Beekman 1802 Milk Foam Calming Bubble Mask [26] ($40)
Beekman 1802 Bloom Cream Daily Probiotic Moisturizer
Beekman 1802 Bloom Cream Daily Probiotic Moisturizer [27] ($54)